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Most people, whether or not they play or watch sport, are aware of sport through the media. This includes local, national and international sport. From school sport newsletters to worldwide TV coverage, the media is a powerful voice for and influence on sport. The media has also helped with the globalisation of sport which now means that there are now many opportunities for sports performers to compete and spectators to watch international sporting events such as the World Cup and the Olympics.

Types of media

• Television – local and national, freeview, subscription or pay-per-view, interactive, on-demand, Red Button services, satellite or cable.
• Radio – local and national, analogue and digital, public and commercial.
• Press – newspapers – local, national, daily, weekly; magazines – general, specialist; books – technical, biographies, novels.
• Films – cinema, television, DVD and online.
• Internet – websites, blogs, video channels, live streaming, online sports channels.
• Social media – Facebook, Twitter, Instagram, Snapchat, Flickr.

Media influences

The media can have both a positive and negative effect on sport. Consider the inspiring images from the Paralympic Games and how they change people's perception of people with disabilities in our society. Compare that to the media coverage of athletes who are perceived to have 'failed' in some way.

Positive influences of the media

• Raise awareness of sport
• Promote healthy active lifestyles
• Showcase sport's positive values
• Present positive and inspiring role models
• Motivate people to take part
• Set high standards for performance
• Provide examples of skills and tactics
• Publicise a variety of sports and activities
• Make certain sports more fashionable
• Introduce new supporters to sport
• Educate spectators through analysis
• Celebrate effort and success
• Give sport a high status in society
• Give people a sense of belonging
• Generate revenue and attract investment for sport
• Generate revenue for charity

Negative influences of the media

• Intrude on performers' privacy
• Undermine people's confidence and careers
• Showcase negative values and behaviour
• Undermine officials and their decisions
• Dictate event schedules and availability
• Alter competition rules and traditions
• Edit coverage so it is incomplete or biased
• Obstruct spectators and participants
• Reduce spectator attendance at live events
• Reinforce inequalities by limiting coverage to traditional sports or social groups and under-representing women's, black and minority ethnic (BME) and disability sport
• Incite distrust and prejudice between groups
• Discourage activity by encouraging armchair spectators